Vilches-Montero, Sonia Noemi; Spence, Mark T. - In: European Journal of Marketing 49 (2015) 5/6, pp. 782-805
Purpose – This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue – prior to providing estimates but after exposure to the stimulus – affects retrospective duration estimates of a hedonic experience, the kind of experience one might wish to...